Everything you need to know about Geneva Watch Days 2025

Russell Sheldrake

It’s that time of year again. We are entering those warm summer months here in the Northern Hemisphere and that means we are starting the run up to the hottest trade show on the calendar, Geneva Watch Days. This year it is taking place at the start of September, as always on the shore of Lac Leman and the summertime show gets bigger and better than before. Last year we brought you live coverage, reflections from on the ground and coverage of the best releases, and you can expect a lot more of the same from us this year. But let’s jump into what you need to know about Geneva Watch Days 2025.

When is Geneva Watch Days

This year you Geneva Watch Days will take place from 4th-7th of September, catching the end of the first week of September. This is one of the best times to visit the city as temperatures will hopefully still be up in the mid-20s and if the skies a clear we should get amazing lighting to take wrist shots of all the new watches.

Which brands will be at GWD 2025?

This year we have a record number of 66 brands participating in the show, from big, well established brands to young indies who are making waves in the industry already. The list of brands is as follows: Akor, Alpina, Alto, Amida, Artisans de Genève, Ba111od, Beauregard, Beda’a, Behrens, Bianchet, Bimbu, Breitling, Bremont, Bvlgari, Claude Meylan, Corum, Czapek & Cie, David Candaux, De Bethune, Dennison, Doxa, Egeiro, Emmanuel Bouchet, Favre Leuba, Fears, Frédéric Jouvenot, Frédérique Constant, Furlan Marri, Genus, Gerald Charles, Greubel Forsey, H. Moser & Cie., Hautlence, Jacob & Co., Konstantin Chaykin, Krayon, L’Epée, L. Leroy, La Fabrique du Temps, Laurent Ferrier, Lederer, Linde Werdelin, Louis Erard, Louis Moinet, Massena Lab, Maurice Lacroix, Mauron Musy, MB&F, Micromilspec, Ming, Oris, Perrelet, Phillips in association with Bacs & Russo, Raketa, Renaud Tixier, Singer Reimagined, Speake Marin, Squale, Stollenwurm, Tag Heuer, Trilobe, Tutima, Ulysse Nardin, Unimatic, Urwerk and Zenith.

What’s new for the 2025 edition

This year, alongside all of the brands displaying new and current models, hosting events and conducting panel discussions, we will get to see the competitive side of the industry emerge. A new competition called Calibership will be held, here 40 young talents will be coached by students of the Geneva Watchmaking School and challenged to regulate a Sellita movement which will then be tested by the experts at COSC. It’s being advertised as the ‘Top Chef’ of the watch world, and will hopefully show a fun side of one of the more forgotten about arts in the watch world.

Next up, is a new piece of tech which is set to help out all visitors this year navigate the many things to see and do at Geneva Watch Days, and that’s a newly designed website that will boast a more intuitive interface. Unlike Watches and Wonders that takes place inside the confines of Palexpo, Geneva Watch Days tends to spread out across the heart of Geneva and so knowing where to go and when is extremely important.

Finally, the Pavilion which acts as the Hub of the show and sits right on the shoreline is set to be even bigger and better this year. They have given it a bigger footprint and are giving it an entirely nautical theme, with a canopy of sails, striped deck chairs, and space to display some 150 watches throughout the space. This will be the central space to discover all things GWD.

What else you can expect

Just like last year, there is an entire wing of the main Pavilion that is dedicated to the Culture Club, this is where a full programme will be hosted in collaboration with the fair’s key partners, namely, the FHH, GPHG, Geneva Watchmaking School, Horological Society of New York, Horopedia, and The Watch Library. This promises to be one of the must see places when you visit with so much going on and so many key industry bodies involved.

While GWD was founded by just eight brands back in 2020 – Breitling, Bulgari, De Bethune, Girard- Perregaux, H. Moser & Cie., MB&F, Ulysse Nardin and Urwerk – it is now significant enough to be supported by the State and City of Geneva, the Fondation de la Haute Horlogerie (FHH), Geneva Tourism, the Geneva Chamber of Commerce and Industry (CCIG), and the Grand Prix d’Horlogerie de Genève (GPHG). These major bodies show just how important this quickly growing show has become and the industry has certainly felt its success with brands seeing it as a key date to launch exciting releases, whether its the quirky collaborations, or big box smash hits, everyone is there. And as always, this level of excitment with bring the brightest and best of the industry together in one place, and that always provides sparks of magic.

This is all the info we have about Geneva Watch Days 2025 so far, but as more comes out we will be updating this article, so make sure you check back to see what else there will be to see and do in Geneva this September.